Culture, Dimensions, Power Distance, Individualism Vs Collectivism, Masculinity Vs Feminity, Uncertanity Avoidance Index

1. HOFSTEDE:
A Cultural Dimensions Theory
-Geert Hofstede

2. CULTURE
• collective programming of the mind which distinguishes the members of
one group or category of people from another.
• collective phenomenon, because it is at least partly shared with people
who live or lived within the same social environment.
LAYERS OF CULTURE:
National Level
Regional Level
Gender Level
Generation Level
Social Class Level
Organizational Level

3. DIMENSIONS
• Power Distance Index (PDI)
• Individualism Vs. Collectivism (IDV)
• Masculinity Vs. Femininity (MAS)
• Uncertainty Avoidance Index (UAI)
• Long Term Orientation Vs. Short Term Normative Orientation (LTO)
• Indulgence Vs. Restraint (IND)
The six dimensions of national culture are based on extensive research done by Professor Geert Hofstede,
and his research teams.

4. PDI
HIGH POWER DISTANCE
• Inequality
• Autocratic Leadership
• Centralization in society
• Subordinates do what they feel
like
• Income Inequality
• Mostly lower class people
LOW POWER DISTANCE
• Equality
• Democratic Leadership
• Decentralization
• Subordinates consults before
performing a task
• Less Income Inequality
• Mostly middle class people

5. INDIVIDUALISM VS COLLECTIVISM (IDV)
INDIVIDUALISM
• I identity
• Task comes first
• Self-actualization is ultimate goal
• Wealthier countries
• Higher divorce rates
• Faster pace of life
COLLECTIVISM
• We identity
• Relationship comes first
• Harmony is the ultimate goal
• Poorer countries
• Lower divorce rates
• Slower pace of life

6. MASCULINITY VS FEMINITY (MAS)
MASCULINITY
• Tough, aggressive, cruel
• Girls cry and boys fight
• Man being a subject and woman
being an object
• More illiteracy
• Poverty level is high
• Only men shop in the market
• Salary is more important
FEMINISM
• Gentle, emotional, calm, kind
• Both may cry but neither should
fight
• Less illiteracy
• Poverty level is low
• Both men and women ship in the
market
• Leisure is more important

7. UNCERTANITY AVOIDANCE INDEX (UAI)
STRONG UAI (uncertainty avoidance)
• More stress and anxiety
• Lack of Innovation
• Sticking to jobs
• People always carry identity cards
• Driving faster and more alcoholism
• Cleanliness and purity are more
important in marketing
WEAK UAI (uncertainty acceptance)
• Less stress and anxiety
• Innovative
• Easily changing jobs
• Carrying identity card is optional
• People drive slower and less
alcoholism
• Attracting consumers by
convenience or easy products is
more important in marketing